Generating value(s): psychological value hierarchies reflect context-dependent sensitivity of the reward system

Values are motivational constructs that determine what is important to us and which goals we choose to pursue. Cross-cultural research suggests that the structure of the human value system is universal, but people and cultures differ in terms of relative value priorities. Differences in psychological value hierarchies can be parsimoniously described using the orthogonal dimensions self-interest and openness to change. Using fMRI, we investigated whether individual differences in these universal dimensions are reflected in basic neural reward mechanisms during a donation task and a GO/NOGO-task. Individuals with high self-interest value sacrificed less money for charitable donations and showed higher activation of the ventral striatum when receiving monetary rewards. Furthermore, individuals with high openness to change value showed a greater sensitivity of the dorsal striatum when trying to inhibit habitual prepotent responses. Our findings suggest that context-dependent neural reward sensitivity biases reflect (and may even determine) differences in individual value hierarchies and underlie the effects of values on decisions and behaviors.